What did skiers think of Belleayre’s honest clickbait?
Gregg Blanchard /
There’s a funny irony in marketing circles: sometimes we worry more about what each other think than what our actual customers think. We may avoid a strategy that, honestly, would work really well with your audience simply because we’re human, humans care about what their peers think, and we know that some of your peers might cringe.
Not all, enough that you give those ideas a wide berth. I’ll confess I’ve done it.
I can see this recent post from Belleayre being one of those things. It’s a little bit on the fringes and, so being, I can see some marketers rolling their eyes at it. But here’s the thing: the group that matters is your market. Your skiers. Your audience that actually buys your tickets and passes and books your rooms and lessons.
So when Belleayre wanted to get some extra eyes on both their amazing conditions and their season pass deadlines, they embraced a clickbait-ish sorta tactic with a fake “we we deleted that last post” update.
Like the ol’ “Correction:” email, the data is pretty clear that humas tend to latch on to stuff like this. I’ll be honest, when I first saw it I was on the fence, but the more I read the more I felt like their tone and message did a great job of disarming the downsides, poking fu at themselves and the whole game, and tying it all up nicely.
Turns out, their skiers agreed. Instead, I had to scroll past dozens of positive comments like these to find anything that was anything but positive:
🔥🔥🔥
👏👏👏
👏👏👏
AMAZING 🙌
🔥Brilliant!! Bravo!!👏👏👏
Belleayre! Is a gen z running this account? Lool 👏👏
Well played
Excellent strategy, I miss Belleayre!
I have to give it up for this one 👏🏽 ya got me
🔝🔝🔝🔝
Love this Belleayre!! 👏 ❄️
😂
Ummm we need an official apology statement for your conditions being too good this season
You have the best social account. You’re only rival is the @nationalparkservice
You should delete this
Brilliant!
Genius! If the State cans you – hit us up!! 🔥
Well played
I know the person running this. It has his fingerprints allllll over it 😂😂
😂nice! I ❤️ Belleayre😂
WELL PLAYED
Belleayre is Brilliant!
I barely ski and I’m dead from this! I may show up & bear the torture of rental boots simply to respect this social flex
Sounds like an early April fools post
Brilliant lol
Haha well played 👏😂
😂😂😂 Got em! Got me
Belleayre is really killing it this season!! #GenSteve 🙌
Top tier trolling 🤣
This is one of those tactics that can only be use sparingly or it loses it’s power. It’s the kind of window that can close in a matter of days.
But right now, the window is open…and Belleayre took full advantage.
Clever stuff.